Chapter 8, 9

Question 1

What are the three levels of products and services? Explain each

Answer 1

• Core customer value: Returning products to the original customer’s needs.
• Actual product: What they actually receive in their hands. ex, packing, quality, brand, design, features.
• Augmented product: product support, warranty, after-sales service, delivery.

Question 2

What Are The Nature and Characteristics of a Service

Answer 2

Intangibility: Services cannot be seen, tasted, felt, heard, or smelled before purchase
- inseparability: Services cannot be separated from their providers

_ Variability: Quality of services depends on who provides them and when, where, and how
- Perishability: Services cannot be stored for later sale or use